Of babies & mother Earth: How Allter is creating a sustainable future for children
The baby care market in India is expected to generate revenue of around $298.70 million in 2024 and grow at a CAGR of nearly 3.13% between 2024 and 2028, as per industry reports. Recently, there has been a growing trend of health-conscious parenting in India, as well as making sustainable consumption choices.
The brand’s vision is to offer solutions prioritizing the health, well-being of babies and the planet, redefining the landscape of baby care in India. It introduces a balanced approach for modern parents to care both for their babies as well as the environment, which in turn impacts their babies’ health. This ensures that they make informed consumption choices, resulting in an easy-going baby hygiene process.
Recently the brand signed a Rs 1-crore deal on Season 3 of ‘Shark Tank India’ with entrepreneurs Ritesh Agarwal, Anupam Mittal, and Aman Gupta. Actress Dia Mirza, who is known for being a strong supporter of sustainability, is one of the investors of Allter, where every diaper change is a step towards a more green and healthy future for both the planet and the babies.
In an interview with Adgully, Surbhi Bafna Gupta, Founder & CEO, Allter, delves into the journey of her venture and the story behind its creation. She also sheds light on the guiding principles, the driving force behind Allter, what differentiates it from its competitors, its experience in ‘Shark Tank India - Season 3’, and more.
Could you take us through the journey of Allter so far? What is its brand vision and brand positioning?
Allter’s journey thus far has been nothing short of exhilarating, thanks to the unwavering support of our cherished customers. Since our inception, our vision has been crystal clear: to establish Allter as the go-to brand for parents seeking innovative solutions to their diapering challenges.
Our brand is not just about products; it’s about transformation. When people speak of Allter, they are not just talking about diapers; they are sharing stories of how we have revolutionized their parenting experiences. Our brand positioning revolves around being the catalyst for change, the solution provider for parents navigating the maze of diapering dilemmas.
We are committed to continuously refining and redefining our offerings to better serve the evolving needs of modern parents. With every product and every interaction, we aim to reinforce our brand promise of reliability, innovation, and above all, transformative solutions. Our journey is propelled by the trust and loyalty of our customers, and we are dedicated to exceeding their expectations at every turn.
How was Allter born and what led to its foundation?
Allter’s genesis is rooted in a deeply personal journey. Recognizing a widespread issue impacting parents worldwide – the prevalence of diaper rash and the lack of suitable alternatives in the market – we embarked on a mission to redefine diapering standards.
Driven by a fervent desire to provide a safer, more natural option for babies and a convenient solution for parents, Allter was conceived. Our commitment to innovation and sustainability led us to introduce India’s first organic bamboo-based disposable diaper.
This ground-breaking product not only addresses the urgent need for gentle, skin-friendly diapering solutions, but also champions environmental consciousness by utilizing renewable resources.
At Allter, we believe that every baby deserves the best start in life, and every parent deserves peace of mind. Our foundation is built upon these principles, and our journey is propelled by the passion to revolutionize the parenting landscape one diaper at a time.
What are the guiding principles of Allter and what is the driving force behind it?
At Allter, our guiding principles are anchored in a commitment to excellence, innovation, and unwavering dedication to serving parents and their precious little ones. Our driving force is deeply personal; as parents ourselves, we understand the profound desire to provide nothing but the best for our children. This shared experience fuels our passion and propels us forward, inspiring us to craft high-performance natural products that address the most pressing concerns of modern parenting.
Every product we create is a testament to our relentless pursuit of excellence and our steadfast commitment to enhancing the well-being of babies and the peace of mind of parents.
At Allter, we don’t just aim to meet expectations; we strive to exceed them, driven by the belief that every parent deserves access to safe, effective, and innovative solutions for their little ones.
What is the USP of Allter and what differentiates it from other competitor brands?
At Allter, our Unique Selling Proposition (USP) lies in our unwavering focus on performance, our relentless dedication to customer feedback, and our deep understanding of the needs and aspirations of parents.
What sets us apart from our competitors is our commitment to listening to our consumers and integrating their valuable feedback into every aspect of our business, from product development to customer service. As business owners who are also parents, we empathize with our target audience on a personal level, allowing us to create products and communications that resonate deeply with them.
Our emphasis on building high-performance natural products tailored specifically for parents stems from our firsthand experience navigating the challenges of parenthood. This unique perspective enables us to deliver innovative solutions that not only meet but exceed the expectations of modern parents.
At Allter, we don’t just sell products; we offer peace of mind and solutions that empower parents to navigate the journey of parenthood with confidence and ease. Our commitment to performance, customer-centricity, and empathy is what truly differentiates us in the market.
How was the experience of Allter in ‘Shark Tank India 3’, where it bagged a Rs 1-crore deal with sharks Aman Gupta, Ritesh Agarwal and Anupam Mittal?
The experience of Allter on ‘Shark Tank India 3’ was nothing short of monumental. Securing a Rs 1-crore deal with esteemed sharks Aman Gupta, Ritesh Agarwal, and Anupam Mittal not only validated the strength and potential of our brand, but also provided an unparalleled platform to showcase our innovative products to millions of viewers nationwide.
The exposure garnered from Shark Tank propelled Allter into the spotlight, allowing us to connect with a vast audience of parents and caregivers and effectively communicate our brand message: ‘Alternative hai!’ This momentous opportunity not only facilitated brand awareness, but also solidified our position as pioneers in the parenting industry.
Being featured on Shark Tank not only validated our vision, but also reinforced our commitment to providing high-quality, natural solutions for parents and their little ones. It was an experience that fueled our passion and drive to continue innovating and revolutionizing the parenting landscape.
Overall, our journey on Shark Tank was a transformative experience that bolstered our brand presence, amplified our message, and ultimately propelled Allter to new heights of success.
How did your journey as an entrepreneur begin?
My journey as an entrepreneur commenced in the humble surroundings of my home’s basement, just before the onset of the COVID-19 pandemic. It was a challenging time, characterized by relentless dedication and unwavering commitment to our vision.
During those early days, my husband and I personally handled every aspect of the business – from product development to order fulfillment. This hands-on approach not only instilled in us a deep appreciation for the intricacies of entrepreneurship, but also served as a catalyst for innovation and growth.
Amidst the chaos and uncertainty of the pandemic, we engaged in intense reflection on our business strategy, recognizing the need for agility and adaptability in the face of unprecedented challenges. We swiftly pivoted our approach, leveraging emerging trends and consumer insights to steer our company toward success.
This period of adversity was transformative, shaping not only our business trajectory, but also our entrepreneurial ethos. It reinforced our resilience, determination, and unwavering commitment to realizing our vision of building a thriving and impactful enterprise.
As we look back on our entrepreneurial journey, we are proud of how far we have come and inspired by the possibilities that lie ahead. Every obstacle we have encountered has only fueled our passion and propelled us closer to our goals, underscoring the boundless potential of entrepreneurship in driving positive change and transformation.
How was the year 2023 for Allter and what are the growth projections, and expansion plans for 2024?
2023 was a pivotal year of growth and innovation for Allter, marked by several significant milestones that underscored our commitment to redefining the parenting industry.
The launch of India’s first diaper subscription service revolutionized the way parents access essential baby care products, providing convenience and peace of mind to countless families nationwide. This innovative offering was met with overwhelming success, reaffirming Allter’s position as a trailblazer in the market.
Our appearance on Shark Tank further solidified our brand’s reputation and amplified our reach, garnering widespread acclaim and recognition from both consumers and industry experts alike. It was a momentous occasion that propelled Allter into the national spotlight, paving the way for even greater opportunities on the horizon.
Looking ahead to 2024, our focus remains firmly on growth and expansion. We are poised to scale aggressively, with ambitious plans to venture into offline markets and establish a formidable presence across the country. Additionally, we aim to leverage the burgeoning trend of q-commerce to tap into new markets and engage with consumers in innovative ways.
As we embark on this exciting journey, we are guided by our unwavering commitment to innovation, quality, and customer satisfaction. With a steadfast dedication to excellence and a clear vision for the future, we are confident that 2024 will be another landmark year for Allter as we continue to redefine the parenting experience for families everywhere.
Adgully also caught up with actress Dia Mirza who is a UN Environment Goodwill Ambassador and a strategic investor in Allter, also representing the brand. She shared about how her values align with the brand vision of Allter, how Allter empowers modern parents to make informed consumption choices ensuring stress-free baby hygiene, and how every diaper change with Allter becomes a step towards a greener, healthier future for both the planet and the babies.
How do your values align with the brand vision of Alter?
Reflecting on my values, I find a deep alignment with Allter’s vision. Both of us share a commitment to sustainability and environmental stewardship, recognizing the urgent need to shift our mindset towards greater care for our planet. In today’s world, the environmental challenges we face demand that we re-evaluate our behaviours, particularly in how we consume and dispose of products. Allter addresses this need by offering bamboo diapers, a sustainable alternative to traditional diapers. These eco-friendly diapers help reduce waste and conserve resources, fostering a culture of responsibility. This isn’t just about convenience; it’s about necessity. By embracing products like Allter’s bamboo diapers, we contribute to a healthier planet for future generations. Aligning with Allter’s vision involves more than individual actions; it’s about building a community of like-minded individuals dedicated to making a positive impact. Together, we can create a ripple effect, influencing broader societal norms and practices.
How does Allter empower modern parents to make informed consumption choices while ensuring stress-free baby hygiene?
Allter empowers modern parents by offering eco-friendly bamboo diapers that simplify and enhance baby hygiene. These diapers provide a stress-free experience for parents, combining convenience with environmental responsibility. By choosing Allter, parents can ensure their babies stay comfortable and clean while making a positive impact on the planet. Allter's bamboo diapers are gentle on sensitive baby skin, free from harmful chemicals, and highly absorbent. This means parents can trust in the quality and safety of the products they use for their little ones. Additionally, bamboo is a sustainable resource, reducing the environmental footprint of each diaper change. The brand also helps parents make informed consumption choices by providing transparent information about the benefits of bamboo and the environmental impact of their products. By educating parents on sustainable practices, the brand encourages a shift towards greener living, making it easier for families to adopt eco-friendly habits. In essence, Allter supports modern parents by offering reliable, high-quality, and sustainable diapering solutions. This ensures not only the best care for their babies but also peace of mind that they are contributing to a healthier planet for their children's future.
How does every diaper change with Allter become a step towards a healthier, greener future for both babies and the planet?
As a parent, I'm passionate about providing the best for my child while being mindful of our planet. The brand's organic bamboo diapers align perfectly with my values, making every diaper change a conscious step toward a healthier, greener future. Allter uses organic bamboo, a highly sustainable resource that requires less water and pesticides compared to traditional diaper materials. This reduces our environmental footprint with each diaper change.
Additionally, Allter diapers are free from harmful chemicals, ensuring they are gentle on my baby’s sensitive skin. This reduces the risk of rashes and irritation, promoting better health and comfort. By choosing Allter, I support a brand committed to sustainable manufacturing practices, including responsible sourcing and eco-friendly production processes. This collective effort can make a significant difference. The brand also empowers parents with information about the benefits of organic bamboo diapers, encouraging more families to adopt eco-friendly habits. In conclusion, every diaper change with Allter supports a healthier environment and a sustainable future for our children.
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